William A. did Kahn, in 1990, defined work engagement as the process by which employees engage and express themselves physically, cognitively and emotionally in performing their duties and integrating themselves into the organization’s tasks.
According to a report by Gallup, a global research and consulting company, employee engagement is a shared responsibility. Research shows that executives set the vision, that managers are responsible for 70% of teams’ engagement level, and that employees communicate their own needs.
Rafael Bueno, founder and CEO of human resources (HR) technology company TeamCulture, highlights that artificial intelligence (AI) represents a turning point in the way companies can listen to their employees and grow with them. He stressed that the topic will be addressed in the webinar that will be held on 11/18 under the title “How Artificial Intelligence is Revolutionizing Employee Engagement.”
“AI makes engagement easier, more efficient, and, above all, more human, by solving the biggest bottleneck in companies today: the difficulty of interpreting data and turning it into action,” Bueno says. “It creates space for leaders and teams to focus strategically on purpose, trust, and relationships with people.”
For the executive, AI functions make it possible to transform engagement from a process limited to specific surveys or static reports to a process that is more dynamic, integrated into the routine and much more effective than traditional models.
“Through algorithms that analyze perceptions, climate data, behavior patterns (culture) and engagement, AI can identify early signs of disengagement, suggest preventive interventions and monitor the impact of actions in almost real time,” explains the expert.
The founder states that AI enables a cycle of listening and acting with speed and consistency, leading to greater motivation, alignment and engagement. According to him, companies that use AI to support this process report lower employee turnover, improved productivity and an environment more conducive to collective well-being, with more assertive and less reactive decision-making.
“AI helps build a fairer and more transparent system, where leaders can act in a more precise and less subjective way, and employees perceive a real evolution in culture. The clarity resulting from this process directly contributes to a sense of belonging and trust in leaders,” explains the CEO.
AI can support leadership in reading employee perceptions, needs and expectations in real time. For professionals, technology’s big contribution is turning large amounts of unstructured data — such as open comments, differences in engagement, or sentiment expressed in surveys — into clear, actionable insights for leaders.
“Instead of navigating complex dashboards or relying on technical explanation, managers now receive actionable recommendations based on the context of their team,” says the TeamCulture founder. “This facilitates decision-making, reduces leadership overload and enhances the leader’s role as an active agent of engagement.”
Artificial intelligence capabilities for engagement
The expert explains that the AI resources used by companies seeking to intelligently engage their employees are organized between conversational generative AI (chat-based), recommendatory generative AI, natural language processing (NLP) AI (for analyzing qualitative opinions) and adaptive questioning AI.
The methods allow leaders to directly interact with the technology through questions, provide analysis of engagement data, climate, engagement, benchmarks and qualitative feedback, and propose personalized action plans for each team, which can be accompanied by an indicator of the effectiveness of the initiatives.
The technology also interprets large amounts of open-ended comments, compiles themes, identifies patterns of emotion and provides guidance for constructive and empathetic responses. Opinion surveys are dynamic, intelligently adapting questions to add clarity and depth to the topics being assessed.
“Together, these fronts represent important progress toward more strategic HR, with more prepared leaders and more responsive organizational cultures. AI can act as a true digital business partner, evaluating all dimensions of engagement, qualitative opinions, benchmarks, and best practices to create personalized business plans.”
For Bueno, the future of AI-powered organizational engagement is one that is continuous, intelligent, and integrated into leadership routines. The executive believes that AI will allow companies to move away from the reactive model and adopt a proactive model that combines listening, analysis and action.
“We will increasingly see solutions that combine machine learning, natural language and behavioral science to create adaptive culture and engagement systems, tailored to the team, the moment and the challenge. The role of HR will focus on guiding decisions and developing people based on real intelligence,” the CEO analyzes.
TeamCulture focuses on building complete AI-driven engagement systems that interpret, recommend and monitor sets of opinions and actions in a practical way.
“The focus is on models that decentralize responsibility and empower leaders with intuitive, accessible, high-impact resources. It is about creating a new way of leading with data,” he concludes.
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